不動産 仲介業 成功戰略에 관한 硏究 = A Study on the Success Strategy of Real Estate Brokerage Business

국문 초록 (Abstract)

영문초록:This study attempted to investigate the success strategy, namely the organization strategy, the business strategy, the business strategy, the marketing strategy of real estate brokerage business. As real estate business becomes internationalized and specialized, this strategic meaning is becoming more important. It was found that the following strategic aspects were important to succeed in real estate brokerage business:The first is the organization strategy, in which it is necessary to make an accurate analysis of the factor to be considered at the time of organization. Because the real estate brokerage business pertains to the category of business that attaches greater importance to the location than any other business category. The factors to be considered in selecting the location includes the business ability, capital power, marketability analysis, profitability analysis and the like, and it is necessary to select the optimal location by analyzing them. The second is the business strategy, in which it is necessary to lay the foundation for taking off to the business strategy appropriate to the period of organization in its early period and to maximize business efficiency by attempting to expand the territory of business as the expansion strategy and diversify the product line of real estate. And the real estate brokerage business should operate employee recruiting, education and wage management because the relative importance of personnel management is greater than any other business category and reward for business performance should reasonably be achieved. It is necessary to make efforts to enhance the marketability of the real estate product that the real estate broker is commissioned to mediate in terms of business management, which is done through accurate marketability analysis. The third is the marketing strategy, in which the real estate brokerage business should establish and carry into practice strategies for customer securing and management, real estate advertisements, local guidance, selling point analysis and closing. The real estate brokerage business can be successful when careful strategy and preparation are made at each stage because real estate business progresses step by step.And it is necessary to attract maximal prospective customers at the minimal cost by using the efficient and economical advertising strategy, management customers, guide them to the local real estate product through proper time and channel, make an accurate analysis of selling points at the time of guiding customers to the local real estate product and lead them to the stage of closing by motivating them to have a desire to purchase